The Race You Don’t Want to Win
I am a very competitive person and have always loved a challenge. I used to participate in sports of various kinds and was always out to win. As I moved into the business world however, I did find that there was a race that most people participated in that I didn’t want to win. In fact I don’t even want to come in second, third or fourth. What I wanted to do was run in the opposite direction. What I’m talking about is something I call the Race to Zero.
Here’s how it works. You look at your competitors prices and go a little lower. She then counters your ‘brilliant’ move by lowering her prices even more! Not to be outdone, you search for corners you can cut and – Voila! – you find a way to go even lower! The race ends when you and your competitor(s) reach a point where there isn’t any money left to pay bills let alone invest in your company and you close the doors. Like I said earlier, I don’t want to play that game. It sounds kind of silly to participate, doesn’t it?
But many do participate thinking it’s the only game there is to play. It grows out of the false premise that price is the key factor people look for in a product or service. It negates quality, value, customer service, skill and a host of other components and emphasizes solely dollars and cents. The motto of those who run the Race to Zero is “Have I Gone Cheap Enough?” Sadly, the answer to that question is always no.
So why would anyone want to run in this race? Because it’s easier to reduce be cheaper (run downhill) than it is to innovate, create, struggle and improve (run uphill). But running uphill has rewards associated with the effort, whereas there are no rewards for ‘making it’ to the valley below. Yes running uphill is harder; yes it requires effort; yes it means struggle; yes it takes time, but it’s worth it!
Ask yourself this: would you rather be known as the Ferrari of your industry or the Geo Metro? Would you rather be sought after or settled for? Do you want to be the choice or a choice?
Bott Monument made the choice a long time ago to be the choice, to be sought after, to be the Ferrari in the Race to the Top. It hasn’t always been easy but the view on the journey up the mountain has been worth the effort! And it’s a race I’m happy to try to win.